Good Candy
Branding • Packaging Design • CPG
Food & Bev • CPG
(©2025)
CHALLENGE
Until recently, the American candy market has been stagnant. Artificial flavors, colors, and gross ingredients have filled the space for as long as we can remember. But in the early 2020s, "better-for-you" candy brands began popping up. Better ingredients, natural sweeteners and coloring, real fruit, and a higher price tag to go with it.
In a booming market of "better-for-you" candy, Good Candy needed to grab the attention of it's target market both on shelves and digitally online. They came to Brand Winners with a previous brand concept that a designer put together for them, but they didn't love it. They knew the name would be "Good Candy", but that was about all that we were sure of. The Founders challenged Brand Winners to create something that felt relevant, fresh, good-for-you, but not high-end wellness. Something that could be a healthier candy option on shelves nationwide at 7-11 stores.
BEFORE & AFTER
APPROACH
When we look at other brands in the space, most of them look the same. 3D fruit illustrations, soft "wellness" vibes, blown up pictures of their actual gummy on the packaging. We needed to stand out from the crowd, so that vibe wasn't going to work. The Good Candy Founders told us that they planned to position alongside athletes to help roll the product out, so we took that idea and expanded it.
We decided that we needed to create a candy brand that ADULTS will feel compelled to buy whether their kids ask for it, or not. To reach both generations effectively, we focused on creating a "modern" sporty feel, including e-Sports— AKA gaming. Instead of just taking the "sports" approach, we planned to create a brand that felt adjacent to the gaming world, while also having an "all-time" look that is universally appealing to both kids and adults with varied interests.
OUTCOME
After many iterations, colorways, and styles— we finally landed on the client's favorite overall look. Once we nailed down the branding and positioning, we created a candy bag packaging design that would really jump off the shelves at it's target market, especially compared to the other competition. This included digital mockups to bring the product to life, as well as actual print-ready dielines. We followed it up with a few fun branded mock-ups to help show how the brand will present itself in the world.
